Objectives

To engage millenials with highly compelling original content from the San Diego Zoo that brings them closer to nature and inspires them to conserve it. Through fostering a love of wildlife and becoming an active part of the community, we have established one of the most-followed and most-loved animal blogs on Tumblr. See for yourself => http://sdzoo.tumblr.com

Strategy and Execution

- Speak the language of Tumblr by creating and sharing original gifs from our world-class video content

- Create and share photosets that tell an engaging story and activate users to share

- Cross-post our Vine videos, which are like long gifs

- Forge relationships with our best fan photographers on Facebook and Flickr and connect them to other fan photographers to foster a vibrant photography community surrounding our brand, thus creating a vast bank of high quality UGC we can share

- Accept fan submissions and share the best entries as a thank-you to loyal fans

- Re-blog the best posts from our other blog, the San Diego Zoo Safari Park Tumblr blog (http://sdzsafaripark.tumblr.com), to broaden our content base and grow the Safari Park's blog, which has over 61,500 followers

- Be participatory by sharing the occasional community post

Results

- 1.4 million total followers

- Over 2 million impressions per month

- Featured blog in the "cute" category

- Official editor for the "animals" tag

- Over 19 million impressions in 2015

- Most viral post has over 355,000 likes and reblogs and counting

Media